Usability Testing on GameStop Website

Usability Testing on GameStop Website

Usability Testing on GameStop Website

Experience RAI's website evolution: compelling narratives, simplified browsing, and improved donation functionality. Our volunteer efforts focus on enabling refugee women to prosper in the greater Seattle area and create a lasting influence. This is a project of the UX design practicum course at the University of Washington.

Role

UX Research

Timeline

Feb 2023 - Mar 2023

Feb 2023 - Mar 2023

Feb 2023 - Mar 2023

Collaborators

Supervisor: Ben Porter

3 UX researchers

Supervisor: Ben Porter

3 UX researchers

Supervisor: Ben Porter

3 UX researchers

Challenge

Challenge

Challenge

GameStop is a US-based electronics retail corporation and among the biggest global video game retailers. They offer video games, gaming systems, consumer electronics, and gaming gear. Nonetheless, their official website's user experience didn't match their commercial standing.

Outcome

Outcome

Outcome

Our group conducted extensive investigations into the organization's primary audience, along with a comprehensive heuristic assessment and competitive examination. We identified the website's key issues and offered practical solutions rooted in our study. We primarily restructured the site's information architecture, the front page, as well as the donation and volunteering functions.

My Contribution

My Contribution

My Contribution

As a vital team member, my main responsibility involved managing the comparative analysis, identifying and defining key obstacles to tackle, and actively engaging in the prototyping process. Additionally, I restructured the design system, significantly enhancing the overall presence.

Discover

Discover

Discover

Research Objectives

Research Objectives

Research Objectives

We conducted a comprehensive heuristic assessment of the website at the beginning of our research phase. Apparently, the initial website received quite low scores from all evaluation viewpoints, especially from the following perspectives.

We conducted a comprehensive heuristic assessment of the website at the beginning of our research phase. Apparently, the initial website received quite low scores from all evaluation viewpoints, especially from the following perspectives.

We conducted a comprehensive heuristic assessment of the website at the beginning of our research phase. Apparently, the initial website received quite low scores from all evaluation viewpoints, especially from the following perspectives.

User Persona

User Persona

User Persona

RAI's marketing manager, also the overseer of our redesign endeavor, highlighted a few non-profit entities whose websites they truly admire, such as The Little Market, Gates Foundation, and Wing Luke Museum. Consequently, we carried out a comparative evaluation among these organizations, notwithstanding the absence of a direct competitive link.

Insights

Clearly depicted in the graphic, RAI's website has numerous shortcomings outshining the rest. We acknowledged the urgent requirement to refurbish their digital presence and strived to address as many issues as feasible.
Luckily, we gained valuable insights from The Little Market's easy-to-navigate layout, the Gate Foundation's approach to accessibility and inclusivity, and the museum's attractive multi-media offerings. These served as vital inspirations from the outset.

Test

Test

Test

Tester Infographics

Tester Infographics

Tester Infographics

We started with the exploration stage and, gradually, effectively pinpointed the main problems on the RAI website. This procedure further highlighted the essential aspects to concentrate on for our revamp.

We started with the exploration stage and, gradually, effectively pinpointed the main problems on the RAI website. This procedure further highlighted the essential aspects to concentrate on for our revamp.

We started with the exploration stage and, gradually, effectively pinpointed the main problems on the RAI website. This procedure further highlighted the essential aspects to concentrate on for our revamp.

Research Tasks

Research Tasks

Research Tasks

Usability testing of the Homepage

Information Architecture and Product Discovery

Usability testing of Checkout

Usability testing of the Overall Website Experience

Research Findings

Research Findings

Research Findings


  1. Content Reorganization: Redesign the homepage layout and content structure to enhance user engagement and make it easier for users to find information.

  2. Accessibility Enhancement: Implement design changes to improve accessibility, including addressing issues related to white space, color contrast, and clickable elements.

  3. Donation Transparency: Establish a system to track and display donation metrics on the website to increase transparency and build trust with donors.

  4. Simplified Donation Process: Streamline and simplify the donation process to make it more user-friendly, eliminating confusion and reducing friction for potential donors.

Research Findings

Research Findings

Research Findings

Metrics

Metrics

Metrics

Since one of the primary problems with the website was identified as the information architecture, we chose to conduct an open card sorting exercise with 15 participants. Based on their feedback, we revamped the site map, greatly improving its navigability.

Since one of the primary problems with the website was identified as the information architecture, we chose to conduct an open card sorting exercise with 15 participants. Based on their feedback, we revamped the site map, greatly improving its navigability.

Since one of the primary problems with the website was identified as the information architecture, we chose to conduct an open card sorting exercise with 15 participants. Based on their feedback, we revamped the site map, greatly improving its navigability.

Before

Before

Before

After

After

After

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